People who have been in a given business for many years may think they have learned everything there is to know about their industry. While this can certainly add to their success, industry-specific knowledge is no longer enough to attract modern consumers to a business. This is one reason why many companies have taken to social networking sites like Facebook and Twitter; since these are forums through which they can share their business savvy with a personal edge. Unless agency owners have had experience with social media through their own individual pages, they will probably take some time to learn the ropes. However, there is a fine line between a personal and corporate Twitter account, and leaders who want to use the tool to market their brand have to avoid crossing or blurring this line.
In order to launch a successful Twitter campaign, agencies can follow these three key concepts:
Think before you tweet. If you put your agency name out there before developing a strategy you may not draw the type of attention you want. Who do you want to follow and who would you like to follow you? These are both questions that should be answered before any business owners dives into the “Twitterverse.” Think about what type of information your main audience will benefit from and be entertained by so that you can set the tone for your company’s page right out of the gate. You might be surprised how much current news can be related to your business. For example, if your company offers services like Texas general liability insurance, I’m sure there are plenty of celebrities that are suing gossip magazines for slander or defamation. Don’t be afraid to re-tweet articles from entertainment sites with a note such as, “Ouch, that’s a big lawsuit –hope that publication had the general liability insurance Texas agencies like ours offer.”
Create benchmarks. Say you decide that the optimal amount of tweets per weekday is five – give or take. That means you have to decide how many of those 25 weekly tweets will be dedicated to your industry, general business or personal topics. Here’s one example of how to break down your strategy: 12 tweets per week geared to your target market, five pieces on industry-related news, two on the resources available on your company’s website, two on general lifestyle or entertainment news, and the remaining four can be designated for response-generating questions and personal information.
Be social. That’s the point, after all. If you want other people to respond to your thoughtful questions, then answer your followers’. Other people who see your responses will recognize you as someone who addresses issues and welcomes informative conversations. This reflects well on your business since potential customers will know that their concerns will not go unnoticed in the future.
Whether it’s Twitter or Facebook, or you’re ahead of the game and already using Google+, taking the time to learn the dos and don’ts of a corporate page can make all the difference. Regardless of your opinion on personal social media use, these sites can establish your credibility as an expert and help market your brand both locally and globally.
About the Author: Kyle Short, Owner of Charles Short Insurance Agency has owned the business since 1999. Located in Lubbock, Texas, the Short Insurance Agency offers both personal and commercial lines of insurance.